Public School

Public School is making its Milk Studios fashion show a bit more public, thanks to Uber.

In what has become a tradition for the transportation app, Uber has partnered with a fashion brand during New York Fashion Week to give riders tickets to a fashion show.

On Feb. 12, Uber users in New York will be able to win two tickets to the brand’s Milk Studios show, which starts at 11 a.m. Starting at 10:15 a.m., riders can enter a promo code (Publicschool) in the payments tab and request the Public School option.

If the user is connected with an Uber driver, they will be taken to the show, including access to the after party, and receive a gift designed by Public School. Uber is giving away 100 tickets for the promotion, meaning 50 rides and a guest for each.

Public School, the eight-year-old men’s wear and women’s wear brand designed by Dao-Yi Chow and Maxwell Osborne, skipped the last two seasons showing at New York Fashion Week. This show is sponsored by American Express. The New York-based designers said this partnership “feels like an extension of our New York story” for their return to NYFW.

The streetwear brand recently opened a first temporary physical retail location, as it’s the third brand to be part of the Council of Fashion Designers of America’s Retail Lab, at the Cadillac House at 330 Hudson Street.

Uber has given away fashion week tickets and done other fashion promotions in the past. During past seasons, Uber partnered with London-based e-commerce start-up Lyst to deliver gift bags, and it has given away tickets to a Rag & Bone show and done a promotion with Marc Jacobs Daisy fragrance.

“It is always our goal to give riders a safe, easy and convenient ride, no matter where they’re going, and find innovative, creative ways to make their ride even more enjoyable,” said Tara Dhingra, who is head of fashion at Uber. “Our partnership with Public School does just that.”

Uber in 2014 found that trips in New York increased 26 percent during September’s fashion week, and that 1,569 of the people who used it for New York’s fall fashion week also used it during the shows in Paris.

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